No.1 chutney brand English Provender had lost its leading position and landed into a bit of a pickle. With the chutney category appealing largely to an older demographic, there were limited usage occasions, with core consumers tending to use chutneys only on Christmas cheese boards and at other special events.
With a narrowing audience appeal threatening a dramatic decline in category volume and value, The English Provender Company (EPC) asked us to help position a new product within their portfolio, putting a twist on chutney to engage a new consumer.
Working closely with The English Provender Company team, we held strategically led naming sessions to help uncover the personality of this new brand. The naming platform chosen encompassed the theme of ‘Urban Charm’, helping to capture the target audiences’ imagination and personality.
We helped to develop a pack design for a unique and vibrant chutney, launched under ‘Ravish’ a new brand specifically aimed at millennials, inspiring exotic but everyday meal occasions.
To create an accessible and inclusive brand, but still provide a unique experience, we needed to look at adapting and flexing design codes within the category. Our creative team led research into alternative category typography, with a specific focus on micro-breweries located in London who were already successfully talking with the intended consumer.
Working to encapsulate the flavour variants through abstract patterns, the bold typographic design broke category norms, yet remained true to The English Provender Company’s brand and portfolio, defining a pack that celebrates flavour and stands out in a sea of brown relish.
- Agency/Creative: 1HQ Brand Agency
- Article Title: Ravish the Flavour – The English Provender Company
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: United Kingdom
- Market Region: Europe
- Project Deliverables: Brand Creation, Brand Identity, Brand Naming, Branding, Graphic Design, Packaging Design, Research
- Format: Jar
- Substrate: Glass Jar